8 SEO Tips for Directing Organic Traffic to Your Online Store

Successfully selling products and services online requires a large amount of customer traffic. Indeed, as the ever-present challenge is to encourage people to visit your website, it is critical that you find ways to persuade them to click on your links. 

Fortunately, there are various actionable SEO ideas that can help direct customers to your site.

#1. Optimize your site’s content for Google’s RankBrain algorithm

You may have heard that Google uses algorithms to determine the ranking of websites on its results pages. For example, RankBrain, a machine-learning algorithm, measures how users interact with the search engine results. Often, the chances of your site appearing on the first page will depend on the number of clicks and people’s satisfaction with your content.

Although traditional SEO tools such as keywords and backlinks are still relevant, RankBrain is now one of the main algorithms used by Google to rank websites. 

So, how can you optimize your site for RankBrain?

First, you need to improve your site’s click-through-rate (CTR).

When RankBrain determines that your content is attracting lots of users, it will inform Google that your website deserves a higher ranking. However, if people are not clicking on your site’s URL, Google may place it further down the results pages.

There are several ways to increase your CTR. The simplest technique is to add numbers to your titles and description tag to some blog articles you have (if you have a blog). For example, take a look at the title of this article:

 9 Actionable SEO Techniques to Create More Organic Traffic in 2021 

 SEO studies have shown that people are more likely to click on articles that contain numbers so by adding them to your title and meta descriptions, you can increase your CTR.

The second tactic is to reduce your ‘bounce rate’ while encouraging visitors to stay on your site for longer. If a user leaves your site within 3 seconds, this is called a ‘bounce.’ As a result, RankBrain will inform Google that people don’t appear to like your website. For this reason, it is essential that you encourage visitors to stay for longer than 3 seconds. One sure-fire way of doing this is to write some appealing content that will persuade readers to take action. 

 In other words, get straight to the point!

Other CTR improvement tips include:

  • Using a URL that describes what your site is all about
  • Optimizing your website’s loading speed
  • Using Google Analytics to check the CTR status of your web pages


#2 Mine for new keywords

There’s a certain type of keyword you need to collect. They are called long-tailed keywords. These are words or phrases that people often use when they are ready to buy.

There are various sources where you can mine keywords, especially long-tailed ones. These include: 

  • Reddit – Many of your customers and prospects will hang out in specific threads. 
  • AdWords – Any keyword you select here has already been optimized.
  • Your competitors – It is probably easier to use keywords that your competitors are ranking for rather than having to search for random phrases. 

By implementing these strategies, you can source keywords quickly instead of struggling to find them on your own.


#3. Engage leads and customers with your product description or blogs

Consider reviewing and updating your product descriptions. Make them SEO-friendly by incorporating the product’s essential features, benefits and uses. While you’re at it, don’t forget to replace any poor images. You can then promote your products via emails, newsletters, and social media.

 Also, if your website has old blogs or content, consider converting them into videos or infographics.  


#4. Find authority sites to link to your content

In addition to RankBrain, there is another Google algorithm out there. It’s called Hilltop and its primary purpose is to find sites that are qualified to become information hubs. If you would like to qualify, you need to gain website authority through blogging. You should also link to other relevant content;Hilltop prefers published articles that are linked to at least three high-quality and relevant sources of information. If you manage to fulfil these two criteria, your website will see positive SEO improvements.


#5. Create or increase backlinks to your website

Backlinks are known by several names, such as “inbound links” or “incoming links.” They refer to links created when one site links to another. Backlinks are essential to SEO because they are proof of your site’s trustworthiness. 

You need backlinks because they make your site trustworthy in the eyes of search engines. They can also increase your search visibility and site ranking.

However, you should make sure that your backlinks only come from authoritative, trustworthy, and popular websites. If they appear to come from ‘spammy’ sites, search engines may even decide to penalize you.

Building backlinks may take time, especially if your site is new or is increasing the number of targeted keywords. Fortunately, you can shorten this time. Consider analyzing the backlink profiles of competitors who are already ranking for such keywords.     

#6. Boost your YouTube video rankings

Google owns YouTube, so this video-sharing platform will clearly be a powerful SEO tool. YouTube will use the text-based title and description of videos to gain a better understanding of your video content. Therefore, it is crucial that you put some serious thought into the text content of your videos as this can boost the ranking for your targeted keywords/topics.

#7. Create your own keywords

If you have a unique product, service, system, or brand, it is highly likely that you are the only company optimizing for a particular word. If this is the case, then you can count yourself lucky – you own that keyword!

In turn, if your brand/product/service becomes popular, you will have exclusive rights to the keyword. This should be enough incentive to promote your own exclusive keywords. Although this may be a long-term approach, it can pay dividends in the end.


#8. Plug any ‘content holes’ 

Content holes occur when rival websites have discussed a topic that you have not yet touched upon. For example, your competitors may have posted articles about how to use a certain product.  If you haven’t done the same, you’ll want to make sure you cover it. For this reason, it is important to visit your competitors’ websites to determine whether they have incorporated any content that would be useful and relevant on your site.  



Search engines such as Google will continue to refine their algorithms. This is why you must always be alert to the need to maintain and perhaps increase your website traffic. While there are numerous SEO tactics and tools you can use, you should only choose ones that will work for you. To help you in this quest, you may wish to employ the services of an SEO expert. They will be able to analyze your website in detail and recommend strategies that will help generate more traffic.


Emma Carter is a content writer at Spring Hill Marketing.

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